E&J Gallo Release New Wine Range For Men

The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men.Although wine has a stronger associated with a women’s choice of drink, E&J Gallo think that a gap in the market is there for men’s wine. The new range signifies a new direction in their business model, after they recently stated they are looking to decrease the volume of wine they sell in 2010 by canceling some of their discount offer deals with retailers. Instead they aim to provide more sturdy “reliable” red and white wines that people can buy and know exactly what they will be getting.

The range, which is aimed at 35-65 year olds and is called ‘Redwood Creek’ is hoped to appeal to men who like the outdoor lifestyle.  It will not enter the very active or extreme sports market but will instead look to target those people who like to be” active in nature”.Camping, hiking, hunting and fishing are all activities that Gallo has cited as inspiration for their new product. They have already created links with Adventure Bottle Openers, The Woodland Trust, the Tourist Board of Californiaplus the tableware brand ‘Montana’. This technique of creating partnerships has worked well for the winery in America and they hope it will do the same in the UK.

The newest wine range is said to include a Cabernet Sauvignon, a Merlot and one white, a nice Chardonnay.  Iain Newell marketing director for Europe has suggested the wine has a rugged quality and a rich taste. “They will be everything you associate with nature and activity” Newell says, “freshness, passion and full flavours” are all qualities that this wine processes.It seems from early statistics in the States that the long hours and large sums of money that were put into the market research for this venture have been paying off. It’s idea that is definitely working.

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